Client Case Study: La Gent
Carolina Dibb Consulting contributed towards significant improvement in key year-over-year performance metrics:
Conversion Rate:
+31%
Bounce Rate:
-7.5%
Recap:
In July 2024, I worked with La Gent, an established Shopify lifestyle store, on a Conversion Rate Optimisation audit and strategy.
As a well-established brand founded in 2015, they faced the challenge of maintaining year-over-year (YoY) conversion rate growth, and I was enlisted to help identify opportunities for improvement and maximise sales. At the brand’s request, the focus was on self-service, “quick win” improvements that would enhance usability and boost conversion rate without requiring extensive development resources.
I recommended over 30 prioritised enhancements, and after implementing the top-priority suggestions, the brand saw a notable uplift in conversion rate, exceeding YoY figures for the first time this year, as well as a decrease in bounce rate.
Recommendations:
To understand the brand’s conversion challenges and opportunities, I began by conducting an in-depth analysis of site data and customer behaviour insights to map out the user journey and identify areas of friction. This was complemented by a competitor benchmarking exercise to provide additional context on customer expectations and industry standards. From there, I conducted a comprehensive audit of the site’s full user journey, covering key touchpoints such as the homepage, search and navigation and product detail pages.
Based on these insights, I made over 30 strategic recommendations, and prioritised them by customer impact. The focus was on enhancing the customer experience, removing conversion barriers, and introducing or optimising site features to improve engagement. These recommendations addressed critical areas such as product and category discoverability, optimised product detail page layouts, and improvements to the homepage and collections pages, all aimed at creating a more seamless shopping experience.
Results:
Since the top priority recommendations were implemented in August 2024, the brand has seen a 31% increase in conversion rate and a 7.5% decrease in bounce rate compared to the same period last year.
Previously, La Gent had been experiencing a consistent YoY conversion decline; but since August, this trend has reversed with conversion rates now exceeding those from the previous year, marking a significant shift in performance.
“While I was impressed with the level of detail and clear recommendations Carolina provided from the audit, I did not expect to see any immediate change in business performance and thought it might take a few months to bed in but the results have been almost instant since we implemented her recommendations. Our conversion rate has significantly increased, both vs last few months and YoY while sales has also seen a big jump too. This provides me with a lot of comfort going into the seasonal trading period that we can make the most of the expected uplift in traffic.”
Sharif Labo | Founder | La Gent
